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What boomers really search for on google – Part 1

01 August 2019 Myra Knoesen

According to Sara Grillo, a top financial writer with a focus on marketing and branding for investment management, financial planning, and RIA firms, if you’re skeptical about Boomers using the Internet to find you, the data proves that Google can deliver results. The problem is that you are trying to be “found” by the wrong search terms.

“Skepticism is justified when it comes to using the Internet to search for an adviser. My parents are seniors and they would never use the Internet to search for an estate attorney, accountant or financial adviser,” emphasised Grillo.

“I wouldn’t do that myself. The world isn’t typing into Google “financial adviser in ….” in droves. For example, when I search “financial adviser New York City,” Google tells me that there are only 480 searches on this per month and that it would cost me a certain amount if I were to pay Google to link my website to this term by using paid ads,” continued Grillo.

But, according to Grillo, using this same Google tool, here’s what a search found retirement age people are doing.

What seniors search for on Google

Although Google does not tell Grillo who did these searches, based upon the terms she assumes they are people who are either1:

  • Already senior citizens or retired;
  • Going to be seniors soon;
  • Going to retire soon; or
  • Intimately know and care about a senior in their life.

Check out this research!

Search term

Average Google searches per month

Retirement gifts for women

12,100

40th wedding anniversary gifts

4,400

Gifts for new grandparents

2,900

Retirement gift ideas

14,800

Retirement gifts

27,100

Retirement quotes

22,200

Retirement planning

22,200

Retirement cake sayings

1,300

Retirement benefits

2,400

Early retirement

12,100

Retirement age

49,500

Retirement communities

9,900

Assisted living

90,500

Senior living

27,100

Best places to retire

18,100

 

“Now, don’t hold me to this – I have no way to know if this third-party data is accurate; these trends change over time. But if what Google tells me is true, it tells us a few things about how advisers should be marketing themselves,” she said.

In part two of the article, we take a look at what retirees want, according to Google.

 

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